Google has never answered a question. Google doesn’t create content. Google cannot give you a feedrate, the latest offers from your cutting tool or machine tool rep, or your best options for titanium or 401.

It won’t tell you about your best options for MRO or standard industrial products. It can only feed back to you what someone has chosen to share on a subject. Google’s strength—for now—is in locating the most relevant content as quickly as possible and feeding it back to you.

It is crucial for you to consider this as you develop your Web strategy. Search engines will only present to your prospects returns based on the quality and relevance of the content you and your competitors present online.

There is nothing more important to your success today in nurturing new business and attracting interest from new buyers in new markets than what your Web site says about you. Subsequently, your Web site cannot create a strategy for your business. Your Web site is not a strategy in and of itself. Its job is to support the business development strategies you’ve set in place.